How to Build Your Author Platform in 2020

Weather you’re self-published or go the traditional rout, you can’t be successful without an Author Platform; but what exactly is an Author Platform? Many publishers will give you general advice like:

If it’s all about who you are or who you can reach then it’s as simple as direct marketing:

Relationships + Content = Backlinks = Authority/Rank = Traffic + Conversion = Leads

How to Plan My Book

01. What is the goal of my book?

02. What is the core topic / idea for my book? i.e. 3 levels niche / blue ocean (One Core Topic)

03. How to write 3-5 compelling titles for my book?

• Look at some top selling titles in your industry–model them
• Use ‘How-to’ titles that solve your target audience’s biggest problem(s)
• Use benefit driven titles or titles that help your target audience avoid pain

How to Write My Book

01. How to write a compelling title and subtitle?

02. How to buy an ISBN number for your book?

-If publishing on Amazon you can use their free ISBN service, otherwise you can purchase your ISBN number. (bulk discount)

03. How to write the book myself?

04. How to hire a ghost writer?

05. How to repurpose my other content into a book?

-If you have existing blog posts, or other content, you may repurpose them into chapters or use them as bonus chapters if relevant.

06. How do you block out enough time to complete your book? (time mgmt plr)

-Aim for at least 1,000 words a day if you’re starting out. With some practice, you could write 1,000 words in 30-60 minutes.

07. Have you set a manuscript completion deadline? (IBID #6)

08. How to find the right editor and schedule an editing deadline?

09. Have you written your book title and subtitle? (IBID #1)

10. How to split your core topic into 5-13 sub topics?

11. How to bullet point each sub topic?

12. How to flesh out your sub topics into chapters?

13. How to write your book as if speaking to one person?

14. How to include examples, case studies and testimonials?

15. How to include next steps in your book (pre-sell your backend)?

-When writing your book, don’t worry about layout, grammar or formatting–that’s the editor’s job AFTER you write the manuscript.

How to Make My Book Cover

-Cover Planning

01. Have you saved 5-12 book covers, in your sub-sub-niche, from Amazon for inspiration?
(How to find inspiration for book covers?)

02. How to “map” out or draw your cover on plain white paper or digitally?

03. How to source a designer for your book?

04. How to decided on a cover size? (6×9 is most common)

-For book cover design, don’t skimp here. We DO judge a book by its cover. Freelancer sites like Upwork and Fiverr have skilled designers.

-Cover Design

01. How to design your cover in full (front, back and spine)?

02. How to format your cover for print ready at 300dpi

03. How to resize your cover spine to fit the number of pages?

04. How to add your book cover copy and description to the back?

05. How to add a short bio and professional photo to your back cover?

06. How to add your barcode to the back of the book?

07. How to add your book title, subtitle and name to your front cover?

08. How to add your book title and your name to the spine?

09. How to create a kindle cover version for your book?

For your back cover we recommend:

For resizing your cover and spine to fit the number of pages in your book and to generate a barcode for your book, we recommend you use www.bookow.com It’s free and instant. You simply enter your book details and hit generate.

How to Publish My Book

-Pre-Publishing Checklist

01. How to add my Table of Contents to my book?

02. How to add my Copyright page to my book?

03. How to add my testimonial, endorsement to my book?

04. How to add my “About the Author” to my book?

05. How to add my “Your Next Steps” (upsell) to my book?

06. How to add my ISBN to my copyright page?

07. How to run a final proof check on my manuscript?

08. How to run a final proof check on my book cover?

-Print Book Checklist

01. How to embed all fonts in my PDF manuscript for upload?

02. How to size pages to match my Book size and ensure they are in the same orientation (portrait or landscape)

03. How to include front matter (Title Page, Copyright, Acknowledgment, Table of Contents, etc.) in my manuscript

04. How to ensure my images are sized properly and inserted at 300dpi resolution?

05. How to set margins, header/footer, and gutter properly?

-Ebook Checklist

01. How to remove headers/footer/page numbering in my word files?

02. How to properly use Heading 1, Heading 2, Heading 3, to show titles, chapters, and subsections.

03. How to properly use Heading 1 for Title (which must appear on the first line of the first page)?

04. How to properly use all heading styles sequentially (1, 2. 3) in the document?

05. How to ensure all other text is in normal style?

06. How to turn off automatic formatting, and remove or add all automatically created elements (such as lists or numbering)?

07. How to ensure images are sized approximately 500 x 500 pixels, at 72dpi resolution, and inserted “in line”?

08. How to ensure there are no text boxes or borders?

-Publishing Checklist

01. How to format my book manuscript in a print ready PDF file?

02. How to format my book cover in a print ready PDF file?

03. Should I publish my book on Amazon?

04. Should I publish my book on Kindle?

05. Should I publish my book on Nook?

06. Should I publish my book on Lulu?

07. Should I publish my book on Apple Books?

08. How to save my book title, subtitle and description, testimonials and your bio in a separate document for ease of access?

XFor publishing your book at a bare minimum, we recommend you publish on Amazon Kindle Direct Publishing (KDP) in both paperback and Kindle formats. You may also want to publish on the other distribution sites to reach more audiences.

How to Market My Book

-Book Marketing Assets

01. Should I market my book both online and offline?

02. How to create my book marketing assets?

03. How to choose my DREAM 100 targets for my book?

04. How to create my book press kit?

Make a list of at least 50-100 dream targets for your book:

XSend them a free copy of your book. Your book press kit will entail details of you, your book, sample chapters and sample interview questions.

-Book Marketing

01. How to build a website/funnel for my book?

02. How to choose the right sales model for my book?

03. How to fulfil book orders?

04. How to create high-resolution images and banners for my book?

05. How to create a 3-D mockup of my book created?

06. How to create email marketing swipes for your book?

07. How to send my book to my DREAM 100?

08. How to collect testimonials and endorsements for my book?

-For marketing and selling your book, you have several options. You can sell your book at a normal price ($9.95 – $19.95) or you can give your book away free and just charge shipping (highly recommended). Remember your book SHOULD only be the lead in to your higher priced backend.

How to Publish My Book on Lulu

-Lulu is another great resource for both printing and publishing books. You can create a free Lulu account at https://www.lulu.com/account/sign-in#signup

-Choose Your Publishing Type

01. You can create your book and distribute through Lulu (Amazon, Barnes & Noble and Nook) through http://www.lulu.com/create

02. You can print your book and order books through https://xpress.lulu.com/

-Step 1:

01. Put in your Title (IBID title)

02. Put in your Author Details (First and Last name)

-Step 2:

01. Upload Your Print Ready Files (IBID print ready)

02. Let Lulu run its automated check

-Step 3:

01. Upload Your Print Ready PDF Cover (IBID cover)

02. Let Lulu run its automated print checks

-Step 4:

01. Review all details and hit ‘Save and Finish’.

02. Order a Proof Copy from Kindle Publishing

How to Publish My Book on Kindle

-Kindle eBook Details

01. Choose Create New Title

02. Choose Kindle eBook

03. Choose Language

04. Enter Your Book Title (IBID title)

05. Enter Your Book Subtitle (IBID subtitle)

06. Enter Series Information (if applicable) (series benefits)

07. Enter Edition Number (if applicable) (edition benefits)

08. Enter Author Information

09. Enter Contributor Details (if applicable) (contributor benefits)

10. Enter Book Description (use back cover copy as description) (IBID description)

11. Enter Publishing Rights (Your Own Work or Public Domain Work) (differences and details)

12. Enter Up to 7 Keywords for your Book (keyword research)

13. Set Your Categories and Age Ranges (category hopping by age range)

14. Set Your Release Date (presales and rolling releases)

-Kindle eBook Content

01. Choose Whether You’ll Enable Digital Rights Management. (DRM pros/cons)

02. Upload Your Kindle Ready File (ePub format is best) (how to format for ePub & best converters)

03. Upload Your Kindle Cover (front cover only) (IBID cover)

04. Launch The eBook Previewer

05. Optional: Enter ISBN number and Publisher (ISBN and publisher options)

XYou can get your book manuscript converted and formatted to ePub here https://toepub.com/

-Choose Kindle Pricing

01. Choose whether you’ll enrol in KDP Select. (KDP Select pros/cons – start & switch wide)

XWith KDP Select, you can reach more readers, earn more money, and maximize your sales potential. To enter the Kindle Storyteller contest, your eBook needs to be enrolled in KDP Select. Learn more about KDP Select: https://kdp.amazon.com/en_US/help/topic/G201541150

02. How to Choose My Kindle Territories?

03. How to Choose My Kindle Royalty? (35% OR 70%)

04. How to Set My Kindle Pricing?

05. Choose Whether You’ll Enrol in Kindle Matchbook (pros/cons of Matchbook)

-Give customers who purchase your print book from Amazon the option to purchase your Kindle eBook for $2.99 or less. Learn more about Matchbook: https://kdp.amazon.com/en_US/help/topic/G201293540

06. Choose Whether You’ll Allow Book Lending (pros/cons of book lending)

07. Either Publish Live or Save as Draft (pros/cons publish live/draft)

How to Advertise on Amazon

-Advertising on Amazon is a great way to get targeted Kindle sales for your books.

-Login to KDP https://kdp.amazon.com

-Navigate to your book and choose “Promote and Advertise”

-You can either run a price promotion (a countdown deal or free book promotion) or you can run an ad campaign.

01. How to choose the right Amazon campaign type?

02. Select a book to advertise

03. How to properly target my Amazon ad?

04. What Amazon campaign settings should I use?

-Choose your campaign settings

05. How to customize My Amazon ad

How to Promote My Book Online

-You can and should advertise your book online to make more book sales.

-Pre-Advertising Checklist

01. How to create your advertising assets (images, baseline copy, etc.)?

02. Where should I send people (Sales Funnel vs Amazon)?

03. How to set a Macro level budget and targets for my campaign?

-If you have a book funnel, send to your funnel. If you don’t, send them to Amazon. Remember, tracking of sales will be harder if you’re just sending them to Amazon.

-Facebook Ads

01. How to setup a Facebook ad campaign for my book?

02. How to install my Facebook Pixel and created audiences?

03. How to choose my campaign goal?

04. How to target people interested in my book topic?

05. How to choosen people interested in pages/influencers related to my book topic?

06. How to layer my targeting to get more specific?

07. How to setup multiple ads and ad campaigns to split test different angles?

-Twitter Ads

01. How to setup a Twitter Ad Campaign?

02. How to target people based on interests related to my book topic?

03. How to target my own followers?

04. How to target followers of influencers related to my book topic?

05. How to target Hashtags?

06. How to install the Twitter tracking pixel on my site?

-Google Ads

01. How to setup a Google Ad Campaign for my book?

02. How to install the Google Tracking Pixel on my site?

03. How to do keyword research related to my book and book topic?

04. How to group together keywords and set up ad campaigns for each group?

05. How to target my own business name, my own name and my book name?

How to Build a Giveaway Book Funnel

XThe giveaway book funnel is where you give away your book 100% free as an eBook. While not recommended it can be a great way to generate a lot of leads fast.

-Giveaway Landing Page Checklist

01. How to create my book Landing page / sales page?

02. How to create a benefit driven headline for my landing page?

03. How to create a 3D image of my book for my landing page??

04. How to create benefit rich bullets for my landing page?

05. How to get testimonials for my landing page?

06. How to write an “About the Author” section for my landing page?

07. How to create a professional bio photo for my landing page?

08. How to create progressive clear calls to actions (CTAs) for my landing page?

09. How to link my landing page with my autoresponder?

10. How to create my book list in my autoresponder?

-Giveaway Thank You/Download Page Checklist

01. How to create a thank you page (for after someone opts in)?

02. How to insert a security measure to ensure only people who enter a valid email address will get my book?

-You can do this by having both a thank you page and a download page. Use the thank you page to confirm their request and let them know you sent the book link to their inbox. In your first follow up email you then link to a separate download page where they can download your book.

03. How to create my book download page?

04. How to create a 5-7 follow up email series after someone requests my book? (soap opera series)

05. How to bridge in the next step of my sales process?

06. How to make my new leads an irresistible offer (paid offer) to monetise them?

07. How to offer them a physical copy of my book?

08. How to stack my giveaway funnel with other paid offers to monetise my leads?

How to Build a Free + Shipping Funnel

-The Free + Shipping Book Funnel checklist is arguably the best book funnel type to use, as it allows you to attract buyer leads. Your leads will get your book for free, but they pay for the shipping and handling.

-Free + Shipping Funnel Pre-Sell Checklist

01. How to ship my books?

02. Shouls I send my books myself?

03. Should I use a book fulfillment company?

04. How to write my upsell letter to send with my book?

-Free + Shipping Sales Page / Order Page Checklist

01. How to create my book sales page / order page?

02. How to create a benefit driven headline for my sales page?

03. How to create a 3D image of my book for my sales page?

04. How to create benefit rich bullets for my sales page?

05. How to get testimonials for my sales page?

06. How to write an “About the Author” section for my sales page?

07. How to create a professional bio photo for my sales page?

08. How to create progressive clear calls to actions (CTAs) for my sales page?

09. How to create a high-quality video for my sales page?

10. How to link my sales page with my autoresponder?

11. How to create my book list in my autoresponder?

12. How to link my book order form to my merchant account?

13. How to include an irresistible order form bump?

-Free + Shipping Book Funnel Checklist

-Using the free + shipping book funnel model allows you to monetise your leads quickly so in your book funnel you should have 1-3 one time offers or upsells related to your book that will make your prospects life easier, help them get results faster and offers them advanced training.

-Some funnel combination suggestions:

-Free + Shipping Book > $27 Order Bump > $97 Offer > $197 Offer

-Free + Shipping Book > Webinar > High Ticket Offer/ Coaching

-Free + Shipping Book > Survey > Consultation > High Ticket Offer / Coaching

01. How to choose the right book funnel combination?

02. How to create the rest of the pages in my funnel?

03. How to create my book download page?

04. How to create a 5-7 follow up email series for after someone buys my book? (soap opera series)

05. How to create a cart abandon campaign for those who start the checkout process but don’t buy?

How to Launch My Book Locally

-A local book launch can do wonders for your authority and credibility and is fairly straightforward to pull off.

01. Do you have 100–150 books ready for your book launch?

02. How to contact my local bookstore about hosting the launch?

03. How to set a local book launch date?

X04. Have you submitted a press release, your book media kit and copies of your books to all the media outlets (directly to the editors) with a call for interview?

05. How to created book launch invites, posters and pop-ups?

06. How to invite all of my friends and family to my book launch?

07. How to invite potential clients and partners to my book launch?

08. How to invite all press, journalists and local influencers?

09. How to advertise my book launch with my local newspaper, on the radio and local Facebook Ads?

10. How to setup a Facebook Event for my local book launch?

11. How to invite 1 or 2 keynote speakers to say a few words, present and launch my book?

12. How to book a photographer to take photos?

13. How to invite a videographer to film my book launch?

14. How to buy wine and light snacks for my book launch?

15. How to prepare a quick speech for your book launch?

How to Launch My Book Online

-An online book launch recruiting affiliates is a fantastic way to make a lot of book sales and generate a lot of buyers fast.

-Online Book Pre-Launch Checklist

01. How to complete and publish my book?

02. How to set an online book launch date?

03. How to make a list of potential affiliates and contacted them at least 8 weeks out from my launch date?

04. How to setup my affiliate sign-up page?

05. How to setup my affiliate resources page?

06. How to create book swipes, emails, banners, social media posters, etc?

07. How to schedule out Facebook Lives and interviews with key affiliates and partners?

08. How to schedule podcast interviews with key podcast affiliates?

09. How to complete my book funnel with my book and 1-3 upsell offers that make sense (for my affiliates and my buyers)?

10. How to create follow up emails?

11. How to create JV affiliate emails?

12. How to setup affiliate contest?

13. How to test my funnel?

14. Why should I reconfirm with my key affiliates 4 weeks, 2 weeks, 1 week and a couple of days before your launch?

15. How to set up my backend offer for when I launch?

How to Maximize My Lead Generation

-There are many ways you can generate leads with your book. It’s by far one of the best lead generation tools you can use in your business.

-Online Lead Generation Book Checklist

01. How to included links to your book funnel (or book page on Amazon) in your email signature?

02. How to link to my book funnel / Amazon on my main website?

03. How to create banners for my blogs header, sidebar and footer?

04. How to create videos on topics related to my book and upload them to YouTube?

05. How to setup advertising campaigns for my book (see online advertising checklist)?

X06. Have you sent your book to the top 50 podcasts related to your industry / niche? (proper influencer marketing)

X07. Have you sent your book to the top 50 influencers in your niche? (proper influencer marketing)

08. How to promote my book to my existing email list?

09. How to promote my book on Facebook (on my Page and in my Groups), and on Twitter, Instagram, Linkedin, etc?

10. How to map out a marketing calendar of content all geared around my book’s core theme and topic?

11. How to create blog posts and videos on topics related to my book and post them on my website with links in those posts driving people to your book? (pillar content)

-Offline Lead Generation Book Checklist

01. How to look at the events calendar in my industry and plan out the main events and seminars I want to attend?

02. How to make a list of my dream 100 clients / partners?

X03. Have you sent them your book along with a letter introducing yourself? (proper influencer marketing)

04. How to follow up with your Dream 100 every month?

05. Why should I have copies of my book to hand out at all events I attend?

06. Why should I have copies of my book to hand out at all meetings I attend?

X07. Have you sent your books to all relevant media outlets? (proper influencer marketing)

X08. Have you sent all existing, new and past clients a copy of your book? (proper influencer marketing)

How to Use My Backend

-A book should only be the lead into your higher priced products, services, offers and/or coaching.

-Choose Your High Ticket Backend Model

01. How to create advanced ‘Masterclass’ type online courses?

02. How to create a group coaching program?

03. How to create live seminars and events?

04. How to create a mastermind alliance?

05. How to set up one-on-one coaching / consulting?

06. How to create a high-ticket product or service?

07. How to do affiliate marketing in my backend?

08. Why should I offer 1-3 core backend services / offers.

-How Will I Sell My Backend Offer?

01. How to sell my backend offer via webinar?

02. How to sell via phone sales / 2 step phone sales?

03. How to invite my book buyers to a live event (free or paid [invisible funnel]) and sell them my backend service at the end?

04. How to sell my backend service directly in my book funnel via video sales letter?

05. How to send out a shock n awe box with my book to sell my backend service?

-Forecasting Your Goals

-1-5% should be an achievable figure for converting book buyers into backend sales. For you it may be more, it may be less, depending on how well defined and specific you are with your targeting.

01. How many book sales do you want to make? E.g. 10,000.

02. How many book buyers will convert to backend sales? E.g. 2%

03. What is the price point of my backend offer? E.g. $3K.

04. Based on these figures, how many backend sales do I expect to generate? E.g. 10,000 X 2% x $3k = $600,000.00.

05. How many books do I have to sell to achieve my financial goals?

How to Use My Books for Speaking Gigs

-A book is a great way to land more speaking engagements. Organisers of events are always looking for speakers for their events and someone who has authored books is always high on their priority list.

01. How to make a list of industry events and who organises them?

02. How to make a list of local events related to my industry or book topic and who organises these events?

03. How to make a list of my local business groups, networking groups and who the chair people are?

X04. Have you sent these people signed copies of your book along with a letter introducing yourself and making yourself available to them? (proper influencer marketing)

05. How to follow up with these people via email/ Social Media?

06. How to create 1-3 keynote presentations from my book?

07. How to craft an offer that ties into my book topic for my presentation that either sells my backend offer or facilitates the sale of my backend offer?

08. How to gather recording footage or samples of my speaking?

09. How to set my speaking fees schedule or speaking arrangements?

10. How to set up my own free or low-cost events where I can practice my keynote presentations and practice speaking?

11. How to turn my keynote presentations into webinar presentations and used them in my backend funnel to sell my book buyers onto my other offers, programs and services?

X12. Are you constantly on the lookout for events (local and international) to speak at and send the event’s organisers copies of your book and a letter introducing yourself? (proper influencer marketing)

How to Translate My Book

-Getting your book translated into another language is a great way to further your authority, spread your message and widen your reach.

-Why do you want to translate your book?

-Translation Checklist

01. How to find someone who can translate my book into a second language?

02. How to search on the freelancer sites or on Google?

03. How to vett any translators and asked to see their work?

04. How to establish terms of translation and author licenses, etc?

05. How to write a translator agreement?

-For example, you could source a translator to translate your book for them having sole distribution rights, co-author rights, or you could hire a translator for a flat fee.

06. How to set a deadline to translate my book?

07. How to decide on whether to do a local book launch in the host country?